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So frightening, it's funny

Some of those photographed appear with bulging eyes and mouths wide open, clutching those closest. Others hide behind friends, shielding their faces and raising their arms in defence.

But if you want to know what has given visitors to Nightmares Fear Factory the fright of their lives — as captured in hilarious candid photos that have gone viral — you'll have to visit the Niagara Falls attraction.

“We prey on an individual's own phobias,” says director of sales and marketing Vee Popat, who won't reveal what's behind the spine-chiller at North America's longest running haunted house.

Pictures taken as thrill seekers wander the darkened halls of a former coffin factory, and later uploaded to the Nightmares Flickr photostream, have become an internet sensation.

In the past week the photos have surfaced on internet sites, blogs, radio stations and news outlets. They have sparked headlines worldwide — in countries such as the United States, Australia, England and Japan — and even appeared on The Tonight Show with Jay Leno.

“It's just funny to look at people getting scared,” says Popat, attempting to explain the cyber phenomenon, while admitting he was surprised by the explosive reaction.

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Nightmares has been posting “Fear Pics” on its website and on Facebook for two years, and on to Flickr for a year.

“The attention had been decent, but it took another turn,” says Popat.

That turn came Oct. 6 when Buzzfeed.com picked up on the Flickr photostream, and published some of the pictures along with a story titled, “Scared Bros at a Haunted House.”

By 1 p.m., Popat says the Nightmares website had twice the normal daily traffic and by the end of the day it had increased by more than 10,000 per cent.

“I credit the spike to the power of social media,” says Popat, adding activity jumped on the various social platforms used by Nightmares, such as Flickr, Facebook, YouTube and Twitter.

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“Our website temporarily crashed; going from approximately 600 visits per day to over 60,000 unique visits in less than 24 hours.”

Since Oct. 6, the number of views to the Flickr photostream has gone from just 50 to about 2.5 million; the “likes” on the Nightmares Facebook page has increased from 3,000 to more than 8,000; and the number of people who “like” the Nightmares website is now 5,000, compared with 300.

“I'm surprised it took so long for the number of people to notice because we always thought these pictures were funny,” says Popat. “But I didn't predict this viral sensation.”

The walk-through haunted house, which has been operating for 30 years, is on the site of the former Cataract Coffin Factory. According to legend, the owner found himself enmeshed in a struggle with some young hooligans one fateful night. During the melee, a stack of solid oak coffins overturned and crushed him to death. To date, his ghost is said to roam the hallways, seeking revenge on those who dare to trespass.

During the 15-minute guided tour, visitors follow a trail of red lights in complete darkness and are unknowingly photographed by two still cameras and two video cameras. (They can later purchase the photos.)

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At any time, visitors can yell “Nightmares” and be escorted out. But, they'll be added to the “chicken list” — now boasting more than 112,450 chickens — and given a “Chicken Card” so that when they the muster the courage they can return and get in free.

Those who are not among the faint of heart are given a “Survivor Card,” which basically gives them bragging rights.

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